Drug Plug Ban Angers Romanian Advertisers

Romanian advertising companies risks losing over 50 million euro from expected earnings if drug companies are not allowed to advertise on TV and radio any longer.

The figures come from the International Advertising Association Romania, IAA.

The IAA on Wednesday protested against a new law that bans explicit ads for over-the-counter medicines.

In a move to stop "harmful self-diagnosis", MPs on Monday voted to stop the growing number of medicine ads on television and radio.

The initiator of the law, Alexandru Vegh, said it should make the population healthier, as people would first go to the doctor and get a medical opinion before trying to treat their symptoms by taking drugs.

The law says the National Medicine Agency must approve publicity for non-prescription drugs in other media, such as newspapers, while advertising for prescription drugs is completely forbidden in all media.

Commercials promoting drugstores may not advertise any of their drugs and may not convey the idea that those drugstores are better than others.

While the Romanian Pharmacists Association backs the law, organisations within the advertising and media industry are much more critical.

"The law restricts without any clear reason consumers' right to get informed about the offers available in pharmacies and the medical treatments available without prescription," the IAA said.

The association, which represents main advertising companies in Romania, added there are no data suggesting a trend towards unjustified consumption of drugs in the country.

The new law is likely to have a negative impact on media companies, as the pharmaceutical sector is one of the biggest advertising spenders in Romania.

Last year, some 57.5 million euro...